Goodyear has strategic business units (SBUs) for its tires: one for use by final consumers who purchase tires for replacement demand and the other for use by auto manufacturers who place the tires on new cars. Each SBU can have a different marketing strategy even though the products sold are identical.

Question

Quizplus · Accepted Answer

Strategic Business Units (SBUs) can have different marketing strategies tailored to their specific target markets, even if the products are identical, to better meet the needs and preferences of each market segment.

Goodyear Has Strategic Business Units (SBUs) for Its Tires: One